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UK Insights

Top five challenges for marketers in 2016

Rosie Hawkins

Global Director of Client Solutions

Brands 17.01.2016 / 11:10

Diver

Media owners, planners and marketers share their frustrations and fears for 2016

Kantar's TNS has been conducting interviews with media owners, planners and marketers about what's going to be keeping them awake at night in 2016 and we've identified five top challenges:

1. Meaningful personalisation

How often have you found it creepy or become frustrated, when your personal information or online behaviour results in you being bombarded with irrelevant or outdated messages? Marketers want to reflect increasingly personalised digital media without leaving their audiences feeling uncomfortable. So, they need to ensure that they are targeting only those people who are genuinely interested in and open to spending more with their brand, by using the right segmentation and programmatic techniques and models.

2. Mastering social media

We increasingly expect to be able to conduct all types of interactions with brands through the social media channel of our choice. This might involve sending a tweet to complain to customer services or browsing a product on Instagram. Unless marketers are using the right tone and style on the right social channels, they risk frustrating potential buyers.

3. Judging the right moment to engage

As we jump between disappearing Snapchat messages and six-second Vine videos, marketers must increasingly compete with these micro-moments. By adjusting both creative and planning strategy, marketers need to learn how to turn in-the-moment relevance into longer-term engagement.

4. Fusing data with strategic thinking

When dealing with big data, the challenge for 2016 is for marketers to start by working out what they actually want to use data for, rather than just collecting everything they can. When marketers gather data in a more strategic way, they are more likely to deliver the intuitive experiences that people want.

5. Taking a holistic view

Information can no longer be compartmentalised into different silos, because people don't view their experience of a brand in that way. 2016 should be the year that marketers break-down silos to seamlessly connect different areas of expertise.

Read more about these five challenges and watch videos from Mundipharma, Social@Ogilvy and Facebook on Kantar's TNS website.

Source : Kantar TNS

Editor's Notes

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